5 minute read 22 Sep 2022
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How Gen Z around the globe is reshaping societal norms

Marcie Merriman
By Marcie Merriman

EY Americas Cultural Insights & Customer Strategy Leader

Student of human behavior, lover of transformative design. Living at the intersection of culture, commerce and technology to build human-centered experiences. Catalyst. Entrepreneur. Mom.

Contributors

Alison Medina

5 minute read 22 Sep 2022
Related topics Consulting Workforce
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  • How is Gen Z reshaping societal norms across the globe? (pdf)

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Gen Z is accelerating the global pace of change, but their attitudes and beliefs are nuanced in various regions of the world.

Around the globe, Gen Z is redefining norms for communication, consumerism, purpose, the workplace and the future for all. Already considered one of the most diverse generations to date, it should come as no surprise that Gen Z’s priorities are not a uniform carbon copy across the world. What they stress about, how they think about sustainability and how they engage with technology varies depending on the experiences that have shaped their view of the world.

However, some traits still shine through, regardless of geography. Gen Z’s battle with stress and mental health, value on sustainability and insatiable craving for authenticity in a world of projected falsehoods comes to the forefront regardless of what corner of the world they inhabit.

We followed up on our US-based exploration of this game-changing generation with a research report surveying 5,000 members of Gen Z from China, Germany, Japan, Mexico and the United States. Here, we start to explore where this generation is inherently alike, and where its members differ.

Takeaways from the Gen Z International Research Report:

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  • The world’s youth are extremely stressed

    Across all five regions surveyed, Stressed Strivers are the predominant Gen Z segment. More than a third of Gen Z respondents globally said they usually or always felt anxious or depressed since March 2020, when global lockdowns began. But the cause of this stress does vary drastically from region to region, from doing badly on a test (China) to climate change (Germany) to gun violence (Mexico).

  • Authenticity is still Gen Z’s greatest value globally

    Being authentic and true to oneself is the single greatest value of Gen Z, and it bleeds into their expectations of work and the businesses they choose to consume from. Trust, something that is hard-won from this skeptical generation, is only won through authenticity and transparency.

  • Gen Z is prepared to embody the change needed for a better tomorrow

    While the core issues that unite them vary from region to region, Gen Z is laser-focused on enacting change and taking action to achieve the future they desire for themselves and the world around them. They are independent in their thinking, meaning they are less reliant on “the way things have always been” and prepared to take issues like climate change, economic inequality, racism and addiction head on for a better tomorrow.

  • Study methodology

    Ernst & Young LLP surveyed a total of 5,000 members of Gen Z, with 1,000 from each of the following countries: China, Germany, Japan, Mexico and the United States. The online survey was completed between 4 August 2021 and 24 August 2021.

    To be considered a member of Gen Z, a person had to have been born between 1 January 1997 (age 25 in 2022) and 31 December 2007 (age 15 in 2022).

Click here to access the full 2022 EY Gen Z International Research Report

Summary

Gen Z is focused, independent and out to create the future we all deserve. And while some inherent traits have emerged, Gen Z is not a monolith. This diverse generation often prioritizes needs differently based on their experiences in the society they’ve grown up in. A deep understanding of who they are and what they value most is the only way to win this generation’s trust.

About this article

Marcie Merriman
By Marcie Merriman

EY Americas Cultural Insights & Customer Strategy Leader

Student of human behavior, lover of transformative design. Living at the intersection of culture, commerce and technology to build human-centered experiences. Catalyst. Entrepreneur. Mom.

Contributors

Alison Medina

Related topics Consulting Workforce
Upvote